BEHAVIORAL TARGETING

BV! Media is the only Behavioral Targeting network fully bilingual in Canada. With its proprietary technology, combined with 3 years of BT experience and profiles on over 16 Million unique visitors, BV! Media is now able to exclusively offer national advertiser a truly scalable behavioral targeting solution; one that is fully bilingual, with unseen reach and on a fully-open, trusted network. .

Discover below all of the details of our behavioral targeting solution in the form of frequently asked questions and answers.

What is “Behavioral Targeting”?
Behavioral targeting provides the ability to narrowly display targeted advertising to specific users based on the recent online behavior. With behavioral targeting, the context or content of the website on which the advertisement is displayed does not uniquely determine the advertisement that is displayed to users.

What is a “Behavior”?
We take into account many user actions in order to accurately profile a user. These user actions include :

Give me a specific example of a behaviorally targeted advertisement.
Example: John Smith is in the process of shopping for a new car. In his search for cars online, John visits multiple car-oriented sites on BV! Media’s network including GuideAuto.com, Essai-auto.com and AutoConseil.ca and, in the process, clicks on a General Motors advertisement that he finds interesting.

Once our behavioral targeting engine recognizes at least 2 actions indicating John’s interest in cars, he will then be added to the “car buyer” profile.

Subsequently, over the next 30 days, as John visits other sites in BV! Media’s network of over 200 sites, he will more often be shown car-related advertisements, irrespective of the content of the sites on which he is navigating.

For how long do you consider a behavior to be relevant?
Depending on the type of profile, a behavior can be attributed to a user for a very short or very long period of time with an average being about 30 days.

For example, someone visiting GuideAuto.com and executing other related actions on our network is considered a “car buyer” for 30 days whereas a visitor to the SuttonQuebec website that is qualified into the “home buyer” profile is attributed that profile for 90 days. One of the reasons for the difference being the longer sales cycles for homes versus cars.

What technology do you use?
BV! Media is the first and only network in Quebec to offer behavioral targeting technology. Thanks to the in-house development effort of 5 senior programmers and architects over 12 grueling months, BV! Media can now provide our advertisers with the ability to reach their target client base irrespective of where these potential clients are found online.

Do you infringe on the privacy of users?
BV! Media does NOT accumulate any personal or confidential information on users such as their email addresses, IP, etc., which could be used to uniquely identify an individual.

The technology is based on “cookies” and assigns a unique numerical identifier that allows us to associate specific actions to individual users across our network. BV! Media does not share this behavioral information with any outside parties and uses the cookies solely for the purpose of selecting pertinent ads to display to interested users.

Can users deactivate behavioral targeting?
Yes. BV! Media offer users the possibility to view non-behaviorally targeted ads only. In order to decline participation, users need to click on the following link and follow the instructions: Deactivate behavioral targeting on my computer.

What is the reach of BV! Media’s network?
BV! Media’s network comprises approximately 10 search engines and over 200 targeted Canadian websites. The network reaches over 4 million unique visitors representing approximately 90% of all online Canadian traffic, with over 450 million impressions per month. By way of example, a single mass market campaign is able reach 3.5 million unique visitors, 6 times each on average in a single 30-day period.

What are the advantages of “behavioral targeting” over “contextual advertising”?
Historically, the process of selecting websites on which to display banner advertisements, required advertisers to rely heavily on sector-specific user statistics that were often too vague and at times inaccurate, or on website specific context and content.

For example, an advertiser wishing to reach women between the ages of 24 and 35 often needed to content itself with placing advertisements on websites whose user base is actually only 60% within this demographic instead of 100% as desired.

Another advertiser attempting to reach men between the ages of 18 and 35 that are additionally obsessed with video games also turns up sub-par results with very few existing sites catering to these users.

By precisely targeting users based on their unique demographics and interests, an advertiser’s budget can be maximized by not wasting any impressions on users who do not belong within the target client base. The experience is also beneficial for users who on average will begin to notice advertisements that are much more in line with their general interests.

Does behavioral targeting have a measurable impact on the click through rate?
Of course it does! Showing your advertisements to users who find them pertinent increases the probability that one of them will click on your banner. A behaviorally targeted ad campaign can often generate 2 to 3 times higher click through rates than an identical ad delivered via contextual targeting.

Does a behaviorally targeted campaign cost more or less that a contextual campaign?
A behaviorally targeted campaign can sometimes cost the same or slightly more on a CPM (Cost per thousand impressions) basis than a contextual campaign depending on the sites or desired profiles.

However, in the large majority of cases, a behaviorally targeted campaign will generate a higher return on investment than a contextual campaign.

The net financial gains associated to the behaviorally targeted campaign are thus better on average.

How can I give it a try?
Contact your BV! Media representative by calling 1-866-471-4559 or send us an email at sales@bvmedia.ca